Rabbitohs, Bulldogs, Swans and Wanderers lead charge to reject sports betting advertising and sponsorship
Clubs from five different codes, including the Rabbitohs, Bulldogs and the AFL’s Sydney Swans, have made a commitment to reject advertising and sponsorship money from betting agencies.
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In a first for Australian sport, South Sydney, Canterbury and the Sydney Swans headline 11 high-profile sporting franchises to reject money from betting agencies.
The Daily Telegraph can reveal clubs from five different sporting codes have joined a NSW Government initiative – called Reclaim The Game – seeking to disassociate with sports betting agencies and bookmakers.
The Rabbitohs, Bulldogs and Swans have joined Sydney Kings, Sydney Flames, Macarthur FC, Western Sydney Wanderers, Sydney Sixers, Sydney Thunder, NSW Blues and NSW Breakers to reject sports betting advertising, promotion and sponsorship.
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The Reclaim the Game program claims to “challenge the idea that betting is a normal part of sport” with each club making a two-year commitment.
“There will be no association between the club and any bookmaker or sports betting provider for the next two seasons,” Souths chief executive Blake Solly said.
Bulldogs CEO Aaron Warburton added: “Over the years our club has partnered with several sports betting companies, with brand awareness and access to fans data being the two key drivers of success for these organisations. We appreciate the fact that we are forgoing large sums of money from sports betting companies.”
Participating clubs will prohibit sports betting sponsorship on all club apparel while also vetoing promotion at home games on LED giant screens and ground signage. Messages from players warning about the risks of sports gambling will be aired on big screens at home games and later uploaded onto club websites and social media platforms.
The NSW Government will formally announce the strategy on Thursday. Canterbury and Souths will act independently of the NRL, who have a robust sponsorship deal with betting agency, Sportsbet.
“Our community plays such a big role in our club, and we felt that this is a campaign we can support to reduce community exposure to sports betting advertising,” said Solly.
“Research shows there are long-term effects on families when sports betting causes gambling harm in the community and we feel the Reclaim the Game message is a positive for the fans and families that support our club and our sport.
“We hope that we play a style of football that can entertain everyone in the family without feeling like they need to bet on the game to enjoy it. Reclaim the Game is all about that message, and we’re happy to support them and their desire to effect cultural change around sports gambling advertising.”
Asked would the decision potentially cost his club sports betting sponsorship money, Solly said: “It certainly would have been more lucrative to have a sports betting partner but having spoken to the team at Reclaim the Game – and feedback from our fans and members – they were keen for us to separate ourselves from sports betting and to remind people that rugby league is exciting enough without needing to have a bet on it.”
Souths have previously been sponsored by Luxbet, Sportsbet and PlayUp.
Manly’s major sponsor is PointsBet, Cronulla’s home ground is known as PointsBet Stadium, while Penrith play out of BlueBet Stadium.
Wests Tigers have a deal with PlayUp, Sydney Roosters enjoy a UniBet sponsorship, St George Illawarra and North Queensland have contracts with Sportsbet, Ladbrokes sponsor Brisbane, Palmerbet have contracts with Newcastle and Canberra while Neds was major sponsor of Gold Coast.
“The contest, the rivalries, the skill, and personalities within our game drive millions of viewers across the country to tune in. Rugby league is one of the most entertaining sporting experiences on offer,” Warburton said.
“At Bulldogs home matches, we are extremely proud to be reclaiming the game for our members and fans. We believe that you should be able to watch and enjoy our great game with your friends and families without the constant advertising from sports betting companies.”
Director of the Office of Responsible Gambling, Natalie Wright, said the NRL was saturated with sports betting advertising and “cultural change was vital to prevent and reduce gambling harm in the community”.
“Online sports betting is the fastest growing form of gambling and the NRL is the most popular sport to bet on in NSW,” Wright said. “The NRL fan base is huge and gambling advertising is everywhere which means, if you’re a supporter, you can’t avoid seeing it.
“Reclaim the Game is about challenging that idea that betting is a normal part of sport and that sport should be used to promote betting. We know that sports betting is the fastest growing form of gambling in NSW. Young men aged between 18 and 35 are at particular risk of gambling harm and they are quite often the target of gambling advertising in sport as well.
“Young kids can name betting companies, they talk about matches in any code, and particularly the NRL, about the odds. Do we really want our children thinking that is a normal part of sport? Part of this is about changing the culture.
“The clubs and teams that have joined the program are making that commitment to say no to wagering sponsorships and it’s really about educating their fans and players around the risks of gambling and sports betting and to really get back to what sport is about.
“Sometimes players are being targeted because they haven’t scored a try and someone has lost their multi. Is that what it’s come to?”
Young said an estimated 41 per cent of punters endure gambling-related problems.
“Sports betting companies know that visibility works, which is why they invest so much in advertising on the most popular code in NSW,” Wright said.
“We are so pleased to see the Bulldogs and Rabbitohs reclaim the game in the advertising spaces they control. They are leading the way in the NRL by calling time on sports betting sponsorships. We hope that other clubs and the NRL itself will follow suit, so that fans can get back to what sport is all about.”
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Originally published as Rabbitohs, Bulldogs, Swans and Wanderers lead charge to reject sports betting advertising and sponsorship
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